Reality TV show fans have their own mindset. When it comes to out of home signage leveraging programmatic capabilities to activate this audience can be a challenge. Using the tops of moving vehicles -- taxis/ride share services -- as well as other digital billboards, Fox was able to find and measure TV viewers for its big reality/celebrity singing show, “The Masked Dancer”. Brand awareness grew 8%; with a 12% climb in consideration. Under the mask, Fox and viewers found real performance. It sang to them.